Commack, N.Y. - Sixth Avenue Electrnonics continued its expansion on July 28 with the opening of its 11th store, located here.
About 150 customers were lined up in anticipation of the store's grand opening, which took place Saturday morning. This is the chain's second Long Island location joining one in
that opened last year. A 12th store in Brick, N.J. is slated to open later this year and additional Long Island locations are being considered, said Mike Temiz, Sixth Avenue Electronics president.
The 23,000 square-foot Commack facility differs somewhat from the chain's traditional footprint, said Tom Galanis, operations VP by being square instead of rectangular. Galanis said it gave the store's interior a more comfortable feeling.
The main selling floor is dominated by a long glass counter area where digital cameras and cell phones are sold. The open area in front will feature tricked out show cars built by Sixth Avenue's custom audio installers, Golanis said.
The perimiter is dominated by a series of home theater and video demo rooms sponsored by vendors such as Pioneer, Sharp and Monster Cable and two large plasma and LCD display sections. The store also includes a custom installation room where consumers can design there own home theater. Sixth Avenue employs 40 CEDIA certified custom installed technicians, Galanis said.
One area has been set aside to give side by side demonstrations of Blu-ray and HD DVD.
The new store has a single mobile electronics installation bay.
The store is adjacent to the busy Jericho Turnpike corridor and it will immediately face stiff competition from the five established CE retailers located within a mile of the facility.
Sixth Avenue chairman Billy Temiz recognizes the nature of the neighborhood, but he said a great deal of research was done prior to the chain choosing this spot to ensure it would be successful.
Galanis said Sixth Avenue's strategy of offering entry-level and very high-end products enables the stores to draw customers in and then upsell them through their commissioned sales personnel. In addition, Sixth Avenue tries to be destination store by creating interest through Sunday circular ads and its web site instead of simply drawing foot traffic off the street by hyping low-priced items.